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Uber, the fast-growing on-demand car service that lets you request a ride at any time using SMS or the company’s iPhone and Android apps, has seen its fair share of struggles in providing a disruptive alternative to cab services. Uber has continued rolling on in spite of it, raising $32 million in December from Menlo Ventures, Jeff Bezos, and Goldman Sachs — among others. The startup has also continued pushing forward with its national (and international) service, recently launching or soft-launching in Chicago, Washington D.C., and Paris.

As to its soft LA launch, Uber said that its very first riders were “Papa Don and Mama Bonnie Kalanick,” the mother and father of Uber’s CEO Travis Kalanick, who beat out well-known actor of stage and screen (and apparent avid surfer), Edward Norton. Norton had to settle for LA’s “Rider 1″ title. Of course, Uber soft-launches often come with “celebrities” or notables in tow, as Ben Mulroney was Canada’s “rider zero.” Smart marketing, to be sure.

The company also added that users are now able to request cars in Los Angeles (it is officially “on the ground”), but the service will remain in “Secret Phase,” (sorry guys) with limited availability until the service’s official launch, which is upcoming.

When it comes to a city of LA’s size, diversity, and there are bound to be obstacles, so Uber is “analyzing what we find and making adjustments until we get LA right,” according to its blog. That also came with a warning to early LA adopters: “Adventurous Riders Only”.

We’ll be updating as we learn more. Below is Uber’s pic of “Rider 1″:

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CrunchBase

OverviewUber, a San Francisco-based technology startup, is innovating at the intersection of lifestyle and logistics. Uber connects riders with safe, reliable, convenient transportation providers at a variety of price-points in cities around the world.